New Delhi: Skore, TTK Protective Devices Ltd owned-condom brand, has partnered with popular West Indies cricketers, Chris Gayle and Dwayne Bravo, to promote its soon-to-be launched product range called Champions. The new advanced range offers multi-textured as well as ultra-thin condoms.

Currently it offers regular, coloured, flavoured, dotted and ribbed variants.

Both the sport stars will not just promote the brand but also recreate Bravo’s famous Championsong, which was launched just before the ICC World T20 that gained massive popularity. The song had well over 27 million views since its release in March 2016.

Chris Gayle was also one of the celebrities to be featured in the official video of the song.

The brand has started Twitter contest #SKOREfeatDJBravo, where the cricketer duo invited women to shake a leg and send in their entries to feature in the song’s video. The winners will get a chance to feature in the Indian Champion video.

Skore is pumping Rs.6-7 crore in the campaign, which will be promoted across platforms in September. The condom brand is handled by creative agency McCann-Erickson and media agency Mindshare.

Launched in November 2012, Skore is the third-largest condom brand after Manforce and Moods in the commercial condom market as per Nielsen data for July 2016. The brand, in the first half of 2016 (January to June), has recorded sales of Rs.38.3 crore selling 5.4 crore condom units.

Vishal Vyas, head of marketing, Skore Condoms, said, “With a brand name like Skore we already have a sport connotation and our upcoming range is called Champions and hence we decided to bring these cricketers on board.”

Refusing to divulge the brand association deal size, Vyas admitted that being a relatively new player in the market the company’s biggest challenge is that of brand recall.

“Awareness needs to be created among consumers leading to trials. These celebrities will help us in creating brand recall,” he added.

Eyeing the second spot, Skore wants to leverage the popularity of these cricketers to move beyond the metros and tier-I cities and target tier-II towns.